A study was conducted to examine the ethical and moral values of public relations personnel. Subjects were 105 American public relations practitioners, 104 Canadian practitioners, and 215 public relations students. Subjects completed an instrument based on P. Crissman's scale of moral value judgments, which contained 50 items scored on a five-point scale with responses ranging from "always right" to "always wrong." The results indicated six factors that clearly have significant impact upon moral values of public relations persons in the United States and Canada: socioeconomic morality, religious morality, basic morality, puritanical morality, basic social responsibility morality, and financial morality. (HTH)